Here the Reasons Why Car Wrap Advertising May Not Be Sustainable
Car Wrap Advertising: the concept
Advertising strategies are as diverse as the vast audience they try to reach. The introduction of mobile billboards otherwise known as car wraps or advertising wraps is an innovative strategy to further extend the reach of advertising efforts. Ad companies that push out car wrap advertising specifically target car owners who drive considerable mileages per weekly to carry ads for brands on the body of their vehicles. Car wrap advertising basically involves completely or partially wrapping a car in a vinyl material bearing ads. For car owners who would not mind a passive means of income, this offers a win-win situation –as they actually get paid to drive their cars around. Companies also place advertising wraps on their vehicles – to tell people about their products or services.
Car owners can get paid to put ads on their vehicles but the idea is becoming increasingly dreadful because car wrap advertising is gradually been overrun by scam schemes. Scam-running firms often reach out to vehicle owners offering compelling sums – sometimes upfront. Unsuspecting folks often fall for this thinking they`re legit. In the end, the car owners end up bearing the cost of wrapping their cars and still lose their monies in the process. There are legitimate car advertising companies such as Wrapify, Carvertise, and Nickelytics. However, several others are pure scammers. They usually send a mouth-watering check in advance before you even drive a mile, then ask you to send back some sums for registration and for a “specialist” to handle the process on behalf of the company. Once, the victim falls for this trick, they lose money, get fined for a bounced check, and more times than not, never get a wrapped car.
Car Wrap Ads: what are the implications for the advertiser?
Aside from the fact that this field is plagued by a teeming number of scammers, car wrap advertising has a couple of other disadvantages that limit its effectiveness: drivers may not deliver on the mileage agreed, leading to a drop in impressions; ad sellers have very little control in reaching the target audience, and the effectiveness of this method is somewhat difficult to track or measure. Although car wraps offer a relatively cheaper form of out-of-home advertising compared to regular billboards, it requires a meticulous detail in the design to convert impression to actions. When this is not gotten right, they often turn out to be advertising failures.
Another challenge mobile advertising faces today is its potential for causing visual pollution. Already, some states in the US are frowning at the proliferation of billboards in metropolitan areas. Places like Hawaii have been frankly out-and-out on their ban of billboards within the cities. The wariness of car owners over scams in wrap advertising alone is a growing concern in the industry. This in addition to the accompanying difficulty in directly tracking the performance of ads may cause brands to reconsider other reliable and more efficient means of advertising – regardless of the affordability of mobile advertising.